ConvertKit vs Mailchimp: Which Email Marketing Tool for SaaS?

Overview

ConvertKit and Mailchimp come from different worlds. ConvertKit was built for creators - bloggers, YouTubers, and online course sellers. Mailchimp started as a simple newsletter tool and evolved into a comprehensive marketing platform.

For SaaS founders, both can work, but understanding their philosophies helps you choose the right fit.

Key Differences

Design Philosophy

ConvertKit believes in simple, text-based emails that feel personal. The templates are intentionally minimal. The philosophy is that fancy designs often hurt deliverability and engagement for creator-style content.

Mailchimp offers extensive template libraries and a powerful drag-and-drop editor. If you want visually rich emails with images, buttons, and complex layouts, Mailchimp provides more options.

Subscriber Management

ConvertKit uses a tag-based system instead of lists. This is more flexible and prevents duplicate subscribers across different segments. For managing audience segments, it's arguably cleaner.

Mailchimp uses a traditional list-based approach, though it now supports tags too. The hybrid system can be powerful but sometimes creates confusion about where subscribers live.

Commerce & Monetization

ConvertKit has built-in commerce features for selling digital products and subscriptions. If you're a SaaS founder who also sells courses or eBooks, this is valuable.

Mailchimp integrates with e-commerce platforms but doesn't have the same native selling capabilities. It's more focused on marketing than direct commerce.

Pricing Comparison

Pricing is relatively similar. ConvertKit's free tier is more generous (1,000 vs 500), but at scale, Mailchimp can be slightly cheaper. The difference isn't dramatic enough to drive the decision.

Pros and Cons

Who Should Choose What

Choose ConvertKit if:

• You're a solo founder or small team
• You prefer simple, text-based emails
• Landing pages and forms are important to you
• You also sell digital products or courses
• You want the easiest possible setup

Choose Mailchimp if:

• You need advanced automation capabilities
• Visual, designed emails are important for your brand
• You rely on specific integrations
• You want a full marketing platform
• Your team is already familiar with Mailchimp

The Bottom Line

Neither ConvertKit nor Mailchimp is specifically built for SaaS, but both can work. ConvertKit is the better choice if you value simplicity, want great landing pages, and prefer a creator-style approach to email.

Mailchimp makes sense if you need more advanced automation, want extensive design options, or need its specific integrations.

For most SaaS founders, though, consider looking at tools built specifically for SaaS like Customer.io, Loops, or Encharge. They understand your use case better than either of these general-purpose tools.